| Abstract | 第1-7页 |
| 摘要 | 第7-13页 |
| Chapter Ⅰ Introduction | 第13-23页 |
| ·Research Background | 第13-14页 |
| ·Significance of the Paper | 第14-15页 |
| ·Provide Reference for China's Sports Goods Companies to Carry out Strategy of Brand Internationalization | 第14页 |
| ·Provide Practical Solutions to Enhance the Influence of China's Sports Goods Companies | 第14-15页 |
| ·Provide Ideas to Enhance the International Image of China | 第15页 |
| ·Literature Review | 第15-21页 |
| ·Research on Brand Internationalization of Foreign Brand | 第15-18页 |
| ·Research on Brand Internationalization of Domestic Brand | 第18-21页 |
| ·Research Framework | 第21-23页 |
| Chapter Ⅱ Relevant Theory Review | 第23-34页 |
| ·Relevant Concepts Defined | 第23-26页 |
| ·Concept of Brand | 第23-24页 |
| ·Concept of Brand Internationalization | 第24-26页 |
| ·Enterprise Strategy | 第26页 |
| ·Relevant Theories of Brand Internationalization | 第26-29页 |
| ·Pattern of Brand Internationalization | 第26-27页 |
| ·Measurement of Brand Internationalization | 第27-28页 |
| ·Basic Strategy of Brand Internationalization | 第28-29页 |
| ·Strategic Analysis Tools | 第29-34页 |
| ·PEST Analysis Method | 第29-31页 |
| ·Porter's Five Forces Model | 第31-34页 |
| Chapter Ⅲ Analysis of External Environment of LI-NING Company | 第34-42页 |
| ·Status of China's Sports Goods Industry | 第34-35页 |
| ·External Environment Analysis of LI-NING Company | 第35-42页 |
| ·Political Factors(P) | 第36-37页 |
| ·Economic Factors(E) | 第37-38页 |
| ·Sociocultural Factors(S) | 第38-39页 |
| ·Technological Factors(T) | 第39-42页 |
| Chapter Ⅳ Analysis of Industry Environment of LI-NING Company | 第42-53页 |
| ·Five Forces of LI-NING Company | 第42-50页 |
| ·Threat of New Entrants | 第42-44页 |
| ·Threat of Substitute Products | 第44-45页 |
| ·Bargaining Power of Suppliers | 第45-47页 |
| ·Bargaining Power of Buyers | 第47-48页 |
| ·Rivalry Among Existing Firms | 第48-50页 |
| ·Economic Characteristics of Sports Goods Industry | 第50-53页 |
| ·Specific Product Feature of Sports Goods | 第51页 |
| ·Homogenization of Sports Goods | 第51页 |
| ·Economics of Scale in the Sports Goods Industry | 第51-52页 |
| ·Relationship Between Sports Goods Industry and Other Industries | 第52页 |
| ·Relationship of Sports Goods Industry with Major Sports Events | 第52-53页 |
| Chapter Ⅴ Analysis of Current Internationalization of LI-NING Brand | 第53-62页 |
| ·Basic Introduction of LI-NING Company | 第53-55页 |
| ·Process of Brand Internationalization of LI-NING Company | 第55-56页 |
| ·LI-NING's Internationalization Mode | 第56页 |
| ·Degree of LI-NING's Brand Internationalization | 第56-58页 |
| ·LI-NING's Internationalization Path | 第58-62页 |
| ·LI-NING in U.S.A | 第59-60页 |
| ·LI-NING in Europe | 第60-61页 |
| ·LI-NING in Southeast Asia | 第61-62页 |
| Chapter Ⅵ Analysis of Brand Internationalization of LI-NING | 第62-88页 |
| ·Implementation of Brand Internationalization of LI-NING | 第62-75页 |
| ·Internationalization of Brand Image | 第62-64页 |
| ·Internationalization of Technology | 第64-65页 |
| ·Internationalization of Talent | 第65-67页 |
| ·Internationalization of Advertisement | 第67-71页 |
| ·Internationalization of Distribution Channels | 第71-75页 |
| ·Successful Experience in Implementation of Brand Internationalization | 第75-78页 |
| ·Formulate Periodical Goals of Development | 第76-77页 |
| ·Strategy of Market Internationalization After Brand Internationalization | 第77页 |
| ·Deliver Messages to Global Market with Chinese Elements | 第77-78页 |
| ·Problems in Implementation of Brand Internationalization | 第78-84页 |
| ·Problems in the Process of Internationalization of Brand Image | 第79-80页 |
| ·Problems in the Process of Talent Introduction | 第80-81页 |
| ·Problems in the Process of Advertisement Internationalization | 第81-83页 |
| ·Problems in the Distribution Channels | 第83-84页 |
| ·Adjustments in Strategy of Brand Internationalization | 第84-88页 |
| ·Adjustments in the Process of Brand Image Internationalization | 第84-85页 |
| ·Adjustments in the Process of Talent Introduction | 第85-86页 |
| ·Adjustments in the Process of Advertisement Internationalization | 第86-87页 |
| ·Adjustments in the Distribution Channels | 第87-88页 |
| Conclusions | 第88-90页 |
| REFERENCES | 第90-93页 |
| ACKNOWLEDGEMENTS | 第93-94页 |
